Abstract
Toyota Calya is one of Toyota’s product which
succeed in achieving high sales volume based on GAIKINDO’s
data. Toyota Calya sold around 68.038 unit for the year 2017
only. This fantastic sales volume record was indicated to be
influenced by the strong brand image of Toyota in the mind of
Indonesian consumers and the core elements which built
Toyota Calya as a solid offering, includes product, price,
place, and promotion. This research is designed to identify the
impact of brand image and marketing mix variable on Toyota
Calya’s buying decision. This quantitative research is
conducted on 60 selected responders based on purposive
sampling method. The method of analysis used in this research
is multiple linear regression. The data analysis result shows
that there is significant evidence to conclude that brand image
and marketing mix variable has positive impact on Toyota
Calya’s buiying decision. The well known Toyota brand and
the easiness to gather relevan information about the product
considered as strong contributor on Toyota Calya buying
decision.
Users
Please
log in to take part in the discussion (add own reviews or comments).